November 2012 Footwear Sales
The first week of November is the smallest week of the year for sport footwear and the last week of the month is one of the largest of the year. The last week of the month includes Black Friday and represents a third of the sales in the month of November. The average selling price was $65.40, with the internet making up 11% of the months sales.
Top sellers for November: Jordan 4 “Bred”, Jordan 9 “Photo Blue”, Timberland 10061, Lebron X “Cutting Jade”, Jordan Spiz’ike Red/Black, Nike Air Force 1 white low, Monarch IV, Air Max Goadome and Timberland White Ledge. Once again Nike controlled the market with 57 of the top 100 styles coming from the brand.
Surprisingly in November, the Jordan 4 made up 11% of all b-ball sneakers sold and the top 10 styles made up 25% of the business. Jordan had 47% share and Nike 41%. Adidas Basketball had a low single digit increase with 8.5% share. Under Armour Basketball more than doubled sales to a 1.7% share.
Nike running increased to 53%, Asics declined to a 13.8% share, New Balance increased to 5.6% and Brooks also performed well maintaining a 5.2% share. I believe the lightweight running trend will be ending in the near future(Vane).
Casual Sport Footwear
Vans improved 60% and share hit 4.3%. Adidas Casual gained share to 22% but rate slowed to about +35%. Nike had a small increase as share hit 34%. Converse had small increase. Skechers and Puma declined in the low teens. Reebok dropped about a third.
Overall Market by Brand
Info courtesy of Sportsonesource.com